Unilever's Caress brand has launched what it says are the first "touch-activated" Instagram films.
The innovation is being employed, appropriately, to promote Caress Forever body washes, which release a burst of scent when the user touches her skin within 12 hours after showering with the products.
Caress and Carrot Creative leveraged Instagram's scrolling, auto play and auto looping capabilities to create two film-viewing experiences (directed by France's Arghaël Chatoux) — one for each of the two body washes, Love Forever and Adore Forever.
Instagram users choose which storyline or film to start by tapping on the @LoveForever_xo or @AdoreForever_xo Instagram profile, and scrolling through the feed of five- to eight-second clips to watch the full film. As they scroll past each video, the next scene appears and autoplays. Each video can be touched or tapped to activate the soundtrack and double-tapped to "like."
Teaser trailers and stills (shown above) are being used to drive users to choose a storyline/film experience.